I just finished the book Blue Ocean Strategy by W. Chan Kim and Renee Mauborgne. It’s a best selling “guru” book for the business world. The tag line states, “Make the competition irrelevant.” Create and capture new demand in untapped market space.

It is a compelling book, but not particularly applicable to the company that I am starting. The biggest take away for me was that I need to reach people who are not currently being served by financial advisors. They have the biggest needs and represent the biggest market.